Nearly 1,000 marketers and marketing academics converged at American Marketing Association's inaugural Mplanet(TM) (Nov. 29 - Dec. 1) to address the pressing issues facing today's marketers, including how to effectively use new media channels, champion disciplined innovation and make their brands more relevant in the changing marketing environment.

Dennis Dunlap, Chief Executive Officer, American Marketing Association, advised marketers on "Winning Strategies" in this new marketing environment:

1. Start a Fire and Then Carry the Torch: Champion innovation, then lead
the way, enterprise-wide.

2. Wear The Customer's Shoes, Create A Path For Them: Be obsessive about
understanding customers and what influences them.

3. Measure With Precision and Prove Your Mettle: Embrace accountability
and nail marketing metrics.

4. Run A Sprint and A Marathon: Support the short-term (i.e., quarterly
financial targets) and the long-term (big picture initiatives and
goals.)

5. Know Who You Are, Create Who You Want To Be: Build a winning marketing
organization for the 21st century.